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Dear Journalist
We need to talk about PR.

Follow the Doctor Spin blog:

Journalism, as we know it, is going to hell in a handbasket.

There’s no denying it anymore.

And it sure is serious. Journalism is the Fourth Estate, and we all depend on the freedom of the press and its willingness to tell important stories.

Now, I don’t think we need to discuss why this is happening anymore. Instead, let me pose this rather naïve question:

Is there a way for journalism to evolve beyond blaming us professional communicators and focus 100% on what matters instead?

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“The press release is dead,” some say.

Well, calm down. Businesses will have to issue official statements to the general public in the future, too. Neatly packaged knowledge (aka “content marketing”) is great, but businesses must also keep their audience up to speed with what’s going on.

However, there are two common practices for press releases that drive me crazy. I plead with you, communication professionals of the world, please stop doing this:

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So this tweet has been doing the rounds on social media lately, and quite a few dear friends have decided to put their lives in my hands.

who should you call

And yes, tagging me is totally fair. Ever since getting my first mobile phone, when it comes to unscheduled phone calls, I’ve not been the most available person in the world.

Here’s why:

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Why do people follow other people?

Most businesses aren’t paying much attention to the why question. Instead, they focus more on the how — how do I get people to follow?

What most businesses are forgetting about their followers is that there’s an important time displacement:

People follow other people (present) as an act of faith (future) based on trust (past).

Or, in another way of putting it:

There’s an invisible contract between the influencer and the follower. Now, if such a contract were visible, what would it say? And what happens when you breach it?

Here goes:

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This article originally appeared on Idea Hunt.

In my day job, I help companies of all sizes to reach to reach the right people and spark them into taking action.

With limited resources, new ventures must focus their marketing efforts. Growth hackers are wisely targeting one ‘low-hanging fruit’ after another to maximize momentum.

Entrepreneurs are building their MVPs (minimum viable products), testing for product/market fit, and when they have it, they scale using various growth tactics.

All good things, of course. And that’s how most startups are doing it.

So why might it be a good idea to do the opposite?

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